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Can Apps Save Content Publishers?


Can apps save content publishers? That was a question posed today at the DigiDay: Apps conference in New York. Panelists from the magazine and mobile industry discussed the growth of mobile devices and tablet devices for reading and asked how this new adoption can help save magazines. EBook publishers could learn from the panel, as the panelists discussed how to bundle, market and increase readership on digital devices.

Jeanniey Mullen
, Global EVP & CMO, Zinio and VIVmag, said the growth of the tablets and mobile adoption is great for digital reading. She pointed out the fact that since consumers have their devices with them at all times, they are picking them up to read more often. She encouraged publishers to create content that is specific to the tablet to make them more engaged.

Harry Kargman, CEO of Kargo, a mobile tech company, said that publishers should create content with the device in mind. “You can’t just republish a PDF version of your print edition,” he said. “You have to create content for digital.”

Mike McGraw
, Managing Partner & COO of Big Fuel, a digital ad agency, talked about the benefits of bundling and said that publishers could learn from TV and Internet companies about bundling packages. He suggested that publishers bundle digital content to give consumers a valuable offer.

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